Issues in the Market
Sugar confectionery is hardly on a blacklist of harmful foods... yet this isn’t to say that sweets with healthier recipes hold no appeal. This report highlights opportunities to tap into a consumer interest in sugar confectionery with a better-for-you positioning. A hefty 61% of sweet users claim that there are not enough healthy sweets available, rising to 64% of under-35s which suggests an opportunity to excite usage.
Q: Which NPD areas offer potential in sugar confectionery? A: The sugar confectionery market faces intense competition from other treats such as chocolate confectionery – which has a bigger advertising spend and livelier NPD schedule. Although sweets benefit from having a treat status, volume sales are in long-term decline and are predicted to remain so in the short-term), partly as a result of competition but also consumer concern about healthy diets. Positively for the sugar confectionery market, there are a number of areas in which product innovation has the potential to drive engagement, given high interest in NPD among users. Introducing sweets with energy-giving ingredients may help brands to stimulate demand, as half (48%) of all sweet eaters claim they would try sweets with energy-boosting ingredients, which could include guarana or taking a cue from Red Bull, through the use of taurine.
Meanwhile, stimulating flavours seem to grab the interest of younger sweet users beyond energy, as 40% of users would try sweets with unusual flavours (eg chilli and lime), rising to 49% of under-35s, and 34% claim they would like to see more sweets with extreme flavours (eg sour, menthol), peaking at 43% of under-35s. It is important for manufacturers to maintain strong engagement with this age group as the highest users. Such lively flavour ideas could help to revitalize the somewhat sedate image of the boiled sweets sector in particular, which is more likely than jelly-style sweets or...